My Special Aflac Duck: How a Brand Mascot Helped Support Children with Cancer

My Special Aflac Duck: How a Brand Mascot Helped Support Children with Cancer

By Awards Analyst

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Here's the story of how @Aflac, with the help of @carolcone from @CC_ONPURPOSE and @Sproutel, transformed its signature mascot from a marketing tool to a support totem for children facing cancer. http://bit.ly/38y9dI9 via @TheDrum
Thursday, February 13, 2020 - 11:30pm

CAMPAIGN: Duckprints in the Community

CONTENT: Article

Carol Cone On Purpose and Sproutel won in the ‘technology’ category at The Marketing Awards US 2019 with its ‘My Special Aflac Duck’ campaign. With this year's event currently open for entries, the agency reveals the challenges faced and the strategies used to deliver this successful project.

The challenge

In 2016, the mascot of insurance firm Aflac – a white duck – had widespread recognition, but very few were familiar with Aflac’s specific products, which include cancer insurance.

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